Case Study Type.
Visual Identity / Branding.
Role.
Lead Creative Designer
Collaborated with External Agency
Case Study Overview.
Reimagine Dixon Carphone’s ADX gaming accessories brand by modernising and re-energising the identity to allow ADX to become the gaming accessory brand of choice.
ADX Gaming is an own-brand label from Currys delivering high-quality gaming tech at accessible price points. As Currys is a tech retailer, it does compete with the likes of it's more premium competitors both in-store and online. However, offering this brand as part of its range breaks the narrative of having to spend a lot of money on known brands to achieve that ‘ultimate gaming’ experience.
Creative Strategy.
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Current identity.
ADX is a brand that has a lot to offer gamers, but given awareness, purchase consideration and brand perceptions are low in all key markets, the brand cannot reach its full potential.
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Strategy / Objective.
Allow ADX to become the gaming accessory brand of choice for active, regular gamers looking for affordable yet uncompromised quality to deliver the ultimate competitive edge. This will be achieved by repositioning the brand to fully embody its “ultimate gaming” promise.
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Visual Direction.
Retaining Brand equity such as the flame and orange signature colour. Focusing on shifting the brand personality along the lines to:
Premium • Modern • Appeal • Dyamism • Cool -
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Product Photography.
Part of the scope is to elevate the marketing photography style—moving beyond standard product shots to more distinctive, high-impact visuals that can compete more effectively in the market. Establishing a clear style guide will strengthen brand recognition and help define a more compelling, consistent personality.
Creative execution:
The flame was an iconic brand equty and we elevated the narrative through the creative direction; translating ‘heat’ through its brand elements: product imagery, the logo mark, and iconography. For an added layer of distinction and newness, we introduced new bold typography with new vertical typographic principles that brought disruption and better clarity to the packaging. This gives the range stronger shelf standout against competitors and the brand a more playful dynamic edge.
Art Direction Photography:
The art direction centres on capturing products within a dark, controlled environment, using the brand’s signature orange lighting to create a peering glow. This introduces a sense of heat and intensity, subtly referencing back to the flame motif within the logo. A limited colour palette allows the orange tones to stand out against the black, shadowed backgrounds, while cropped compositions and dynamic angles create a heightened, almost hyper-real aesthetic.
